Starting a fashion business is nothing short of exciting. You get to stand for the fashion you believe in and that should be celebrated. However, standing out in such a crowded market isn’t the easiest thing to do – especially for a newbie!
For college students launching fashion side hustles, campus based brands, or personalized clothing projects alongside classes, this challenge can feel more intense but packed with opportunity. Personalized clothing really does thrive in a student’s base because it connects campus culture in a very visible way.
Whether you are designing niche streetwear or something as specific as fraternity and sorority apparel, the same principles will apply. Fashion is – as you know – about identity and emotion. Get the timing right and you are going to be ahead of half of the industry. You need to make sure that your fashion business stands out for the right reasons and we’ve got ten ways to help you to do that.
Decide what NOT to do
This may sound a little backwards but while you’re busy focusing on all the right things to do you also need to think about what you will not do in your business. Do you want to avoid fast fashion? Do you want to be something to some but not everything to all? Those are totally doable goals and you can decide early what won’t fit your specific vision. Having clarity here is especially important for student run brands, where time, budget and production options will often be quite limited. The best part about this stage is that it’s all you – you’re making this happen and you get to put those clear boundaries in place to feel confident.
Work on a visual identity
Branding is powerful and in the fashion industry, it’s going to be what sets you apart from the rest. Logos are one thing but your true visual identity goes way deeper than that. It goes into your photography style, clothing silhouettes and even the colours that you use for your fonts in your marketing materials. If your fashion brand is going to be your college side hustle, a strong visual identity helps personalize clothing to stand out at events and social media. If someone scrolls past you on social media and knows it’s you without even seeing the name, you know that you’re doing it right. Recognition is what it’s about. How do you think Anna Wintour became such an icon?
Design for people, not plastic
Shop dummies and mannequins are great and all, but those aren’t real people. People come in all shapes and sizes so your fashion pieces should be planned and crafted around real body shapes. It’s tempting to design for the fantasy customer with the perfectly styled apartment but it’s the real customers that want beautiful clothing for everyday life. They want clothes they can spill on that won’t keep the stain forever. Students especially want personalized clothing that they can actually live in between lectures, late nights and the old social here and there. When your designs are wearable, people trust you more. Let’s also not forget the importance of good fabrics here – they need to be washable!
Personality over slogans
Your fashion brand should make people smile and that means injecting your personality into everything. You do not need a beige slogan or a beige outlook. You need colour and fun and that’s where your personality comes into things. You want to make your brand feel human as humans are way easier to want to support than a faceless business.
Fit over flash
Oh, so many fashion businesses get this bit wrong! A bold design might get the attention of others but a great fit is where customers keep coming back for more. You’ve seen the reviews on fashion pieces that include the height and weight of the model, right? Well, do that! Make sure that your clothing comfortably fits real people and you’re going to have customers talking. College fashion businesses Personalized clothing means that fit can be the difference between a one time wear and a campus favorite.
Tell your product stories
Social media is great for this because every single time you release a clothing piece, you should have a reason for that piece existing. You should talk about why you chose those fabrics and cuts and make sure that you have intention behind it all. When customers know the ‘why’, they feel smarter and better for choosing your brand above all others – believe me when I tell you, it works!
Bring your online presence to life
A dead social media feed or outdated website sends the wrong message to your customers. You don’t have to be obsessively posting every single day but there should be signs of life. Behind the scenes photos, works in progress, customer styling shots, interviews – these all signal to others that your brand is active and thriving. This is where linking out to your personalized clothing platform or campus focused store mixed discovery easier for new students.
Create moments of joy
You’re running a business, which is hard, but it doesn’t have to mean that you lose your whimsy. Moments of joy don’t have to be expensive, not when a clever thank-you card or unexpected candies in packaging can make people smile, right? Delight and joy turns a simple transaction into an experience and that’s memorable enough to be shared.
Collaborate away from the comfort
Working with people outside of your usual circle gives your brand a chance to refresh quickly. Photographers, artists, local businesses, even local people – all of these options give your brand a new perspective. Good collabs won’t dilute your brand or your messaging, but stretch it out in new and more interesting directions that introduce you to customers that you may not have reached alone.
Be patient
It’s rare for fashion success to happen overnight, but that’s ok. You need time to build your collection, your brand, your centrepieces. You need time to stand out and be clearer and more intentional in what you’re doing and that time gives your brand the space to build something memorable that people want to work with. People notice when you’re unafraid and unapologetic about who you are and what you do. Trends change – they always do – but what won’t change is how people think of you and your business.
Focus on these ten things and you will see the natural evolution of your fashion business rather than a constant struggle to stand out and be counted in the industries you’re interested in.
